DataEye研究院发布的最新数据显示，2026年上半年海外微短剧APP端内购收入达12.7亿美元，较去年同期增长13%[1]。该机构预估2026年全年市场规模将达60亿美元[1]。其中，AI短剧和漫剧成为增长的核心驱动力，上半年下载量达14.41亿次，同比增速达79%[1]。
在市场格局方面，中国出海短剧APP占据绝对主导地位，上半年内购收入约11.82亿美元，占市场93%的收入份额；下载量达12.21亿次，占全球市场85%的下载份额[1]。美国、日本、加拿大三大市场贡献了上半年收入超44%的份额[1]。海外微短剧用户规模持续扩张，截至2025年末月活跃用户约1亿，渗透率为5.56%；预期到2026年中将达2.58亿，年末有望增至3.89亿，渗透率分别为13.9%和20.9%[1]。
短剧内容生态也在迅速演变。上半年海外微短剧广告投放累计素材投放量达1961万组，同比暴涨324%[1]。在TikTok平台上，短剧分账规模持续扩大，1月突破700万美元，至6月末累计达8200万美元，6月单月更是突破2200万美元[1]。
The overseas short-form drama market is experiencing accelerated growth, with the sector projected to reach $60 billion in annual revenue for 2026, according to data released by DataEye Research Institute.[1] In-app purchase revenue across the market totaled $12.7 billion in the first half of 2026, representing a 13% increase compared to the same period last year.[1] AI-generated short dramas and comic content have emerged as the primary growth drivers, with downloads reaching 1.441 billion in the first half, a 79% year-over-year increase.[1]
Chinese overseas short-form drama applications have dominated the market landscape, capturing 93% of revenue and 85% of downloads in the first half of 2026.[1] The sector's user base continues expanding, with monthly active users projected to reach 258 million by mid-year and 389 million by year-end, translating to market penetration rates of 13.9% and 20.9% respectively among the global short-video audience of approximately 1.8 billion users.[1] The United States, Japan, and Canada represent the top three markets, collectively accounting for over 44% of first-half revenue.[1]
Advertising investment in the sector has surged dramatically, with cumulative ad material placements reaching 19.61 million sets in the first half—a 324% increase year-over-year.[1] On TikTok's short-drama revenue-sharing platform, payouts exceeded $7 million in January and accumulated to $82 million by June, with June recording $22 million in monthly revenue.[1] Chinese domestic applications generated $70 million in first-half revenue, accounting for the remaining 7% of the market outside of Chinese overseas platforms.[1]
